‘Lifetime of Greatness’ Pushes for Great Barrier Reef to Be Named UNEP Champion of the Earth
Tourism Tropical North Queensland (TTNQ) has launched ‘Lifetime of Greatness’ – a global campaign to celebrate and safeguard one of the world’s most treasured natural wonders – the Great Barrier Reef. The initiative, which launched on On Earth Day 2025 via Supermassive, is rallying global support to nominate the Reef for the United Nations Environment Programme’s (UNEP) prestigious Champions of the Earth award.
Bringing together marine scientists, First Nations communities, students, conservationists, and tourism operators, the campaign uses evocative storytelling, cultural knowledge and scientific insight to shine a spotlight on the enduring value of the Reef and the urgent need to protect it.
Supported by major Australian organisations and brands including Great Barrier Reef Foundation, Great Barrier Reef Marine Park Authority’s Reef Guardian Councils, Tourism and Events Queensland, Tourism Australia, Qantas and Intrepid, ‘Lifetime of Greatness’ is both a celebration and a call to action. It invites the world to recognise the Reef not just for its ecological significance, but for its ongoing contributions to science, climate resilience, and Indigenous heritage.
From the Dreaming stories of the Yirrganydji and Wulgurukaba peoples to cutting-edge research into coral regeneration, the campaign unites ancient wisdom with modern innovation.
Says Anna Marsden, Managing Director of the Great Barrier Reef Foundation: “The Reef is not just a place – it’s a living legacy. It inspires, educates, and supports millions, and it’s time we honoured that greatness on the global stage.”
The Lifetime of Greatness campaign has already begun making waves internationally, with a major media push underway across key global markets.
In the US, campaign spokespeople—including Tourism Tropical North Queensland CEO Mark Olsen and leading marine biologists—have appeared in over 30 live broadcast interviews, radio segments and podcasts, generating more than 600 million media impressions. A 30-second TV spot is also airing on National Geographic and Disney platforms, expected to reach over 1.17 million viewers this month, alongside a branded content partnership with Condé Nast Traveller.
In the UK, the campaign has taken over the streets of London with a striking, two-storey immersive reef tunnel installation, attracting close to 1.4 million impressions weekly. The UK push also includes a collaboration with The Guardian and broadcast coverage led by Paralympian Ellie Simmonds across 15 networks, including the BBC.
Across Europe, the campaign is gaining momentum through earned media from hosted journalist trips and digital partnerships in Germany and Italy, reaching over 250,000 readers. In China and Japan, activity spans social and digital advertising, influencer partnerships and local media outreach.
Closer to home, the campaign is backed by PR, influencer content and strategic media across Australia and New Zealand, including placements with The Daily Aus, Australian Traveller, and Stuff NZ.
The UNEP Champions of the Earth award is the UN’s highest environmental honour, recognising exceptional figures and initiatives that are leading positive change for the planet. The nomination for the Reef is now officially underway, with the award recipients to be announced later in the year.
To sign the nomination and join the movement, visit: www.lifetimeofgreatness.org
Client: Tourism Tropical North Queensland
Agency: Supermassive
Production Company: Chisel
Director: Jordan Watton / Emily Mays
Senior Producer: Emma Whitehouse
Photography: Beau Pilgrim
Design: Darren Cole
Social Agency: Swirrl
Digital Agency: Bang Media
Media Agency: Dentsu Media
PR Agency: PEPR